Brand | NATIONAL BANK OF EGYPT |
Product/Service | CASHAWAY SERVICE |
Entrant | TAREK NOUR ADVERTISING Cairo, EGYPT |
Category | Script |
Idea Creation
|
TAREK NOUR ADVERTISING Cairo, EGYPT
|
Media Placement
|
TAREK NOUR ADVERTISING Cairo, EGYPT
|
Production
|
KAY-OH PRODUCTIONS Giza, EGYPT
|
Write a short summary of what happens in the film
The film tells a tale of an elderly couple whose car broke down out of town in a rural area with
no ATMs in sight. The couple are in need of a tow truck, but neither of them have any cash on
them to pay for the service. They keep asking one another to do something about it and try to
search for cash, to which they respond with idioms indicating they are helpless. Each idiom is
then acted out literally in a sarcastic way, until they discover they can withdraw cash from a
POS in a gas station on the road.
Cultural / Context information for the jury
Egyptians are sarcastic by nature, and they know how to crack a joke even at the darkest of
moments. Each of the expressions acted out in the film is a colloquial Egyptian idiom that is
commonly used in situations when people are helpless and don’t have any money on them. The
closest English translation to any of them would be along the lines of “You think I grow money
on trees, don’t you?!”
Provide the full film script in English.
Thank you
Thank you
The car broke down…
We need to call roadside assistance…
and I forgot to withdraw money
Neither do I
Did you check your pockets?
Nothing
How about your back pocket?
No money either… See!
Are you sure you have no cash on you
Do you think I’m hiding a bag of cash?
You do something
Am I an ATM to you?
Fix it yourself
Do I pull money out of my clothes?
Or do I stomp the ground for money?
Do I look like I’m planting money?
Or should I cry money instead?
Do you think I sweat cash?
Or do I print money?
Oh my god! What’s that?
Money won’t come from nothing
But with Cash Away Service
You can withdraw from anywhere
For the first time in Egypt
You can withdraw money and pension
From any gas station with NBE sign
NBE
The People’s Bank
Credits
Basel Eldeeb |
DDB Egypt |
CEO & Partner |
Hazem Elsaadani |
Tarek Nour Advertising |
Managing Director |
Hossam Akil |
Tarek Nour Advertising |
Associate Creative Director |
Mazen Nawar |
Tarek Nour Advertising |
Copywriter |
Mohamed Lewa |
Tarek Nour Advertising |
Copywriter |
Eslam Hany |
Tarek Nour Advertising |
Senior Graphic Designer |
Clara Alfred |
Tarek Nour Advertising |
Account Executive |
Donia Kassem |
Tarek Nour Advertising |
Account Director |
Ashraqat Khaled |
Tarek Nour Advertising |
Senior Account Executive |
Mamdouh El Moraly |
Tarek Nour Advertising |
Account Executive |
Amr Hadad |
Kay-Oh Productions |
Director |
Mostafa Bastami |
Kay-Oh Productions |
First assistant director |
Juli Crane |
Kay-Oh Productions |
Director Of Photography |
Yasmin El Tazi |
Kay-Oh Productions |
Stylist |
Shady Abdelaziz |
Kay-Oh Productions |
Executive Producer |
Lojaine Mohamed |
Kay-Oh Productions |
Line Producer |
Amr Junior |
Kay-Oh Productions |
Post Producer |
Karim Mira |
Lzrd |
Colorist |
Ahmed El Gendy |
Lzrd |
Colorist |
Mohamed El Kady |
Gemini Studio |
Visual Effects |
Ahmed Ali El Habashy |
Gemini Studio |
Visual Effects |
Ahmed El Sherbiny |
Lzrd |
Editor |
Links
Video URL